Fashion Discovery

Fashion discovery channels have shifted repeatedly over the past two decades: from print editorial, to search engines, to social media feeds, and now increasingly to conversational AI assistants. Each shift changes where brands need to invest to be found. The current shift toward AI-assisted discovery means a shopper's first interaction with a brand may be a conversational exchange with an AI assistant — on a platform like ChatGPT or Perplexity, or on the brand's own site — rather than a search results page or a social post.